When beauty brands think inclusivity-first, revolutions are born!
Thatās the story of FAE Beauty – a D2C brand that has been making waves in BPC since its inception.
WhenĀ Karishma KewalramaniĀ launched FAE in 2019, she wasnāt just creating a brand – she was rewriting the narrative of what beauty should be.
From celebrating stretch marks to normalising acne, FAE embraces every beauty-mark unapologetically.
With bold campaigns, relatable products, and a strong inclusivity mission, this D2C brand has been incrementally connecting with its audience.
FAE Beauty Turned Shark Tank Into A Launchpad For The Next Leap Of Growth
Karishma laid bare an ambitious vision: redefining beauty with inclusivity, authenticity, and sustainability at its core.
The sharks were hooked, and so was the nation. With bold campaigns, clean beauty formulations, and a commitment to servingĀ everyĀ skin tone and type, FAE Beautyās story resonated far beyond the boardroom.
Shark Anupam Mittal hailed FAEās innovative approach, underscoring its massive market potential. But then Aman Gupta and Namita Thapar sealed the deal putting in INR 1 Cr at a valuation of INR 66.5 Cr.
An All-inclusive Playbook For D2C Success
FAEās marketing doesnāt follow trends; it sets them.
TheirĀ #nosuchthingasĀ campaign made waves by transforming labels like ātoo basicā into empowering product names. It wasnāt just marketingāit was a movement.
Unfiltered visuals challenge traditional beauty norms. Think untouched images, authentic skin tones, and models that reflect its audience. Itās beauty, raw and real, packaged for a generation fed up with filters.
A Magic Check Out That Dropped RTOs
FAEās checkout process was once a bottleneck. It took 3 minutes to completeāfar too long for todayās shoppers.
They incorporated Razorpayās Magic Checkout!
Pre-filled forms now cut the time to underĀ 30 seconds. COD intelligence blocks high-risk orders, reducing unfulfilled deliveries.
RTO rates? Down by a third.
This is just one instance. With resilience, grit, and perseverance, Karishma has been scaling FAE since 2019 and incrementally.
Tugging HeartstringsāAnd Pursing StringsĀ
TheĀ Desi Drink Lip BalmĀ range, with shades likeĀ Noice NimbuĀ andĀ Real Nariyal, blends fun with flavor.
Every product feels like a memory wrapped in modernity. Customers donāt just buy lip balm; they buy a slice of their childhood.
Inclusivity Isnāt A Buzzword At Fae Beauty
For FAE, inclusivity isnāt a trend. Itās a promise. Every product, campaign, and message is crafted to make everyone feel seen and celebrated.
From featuring queer representation to designing gender-neutral packaging, FAE ensures that beauty truly is for all.
Campaigns feel personal, thanks to influencer-driven user content. Itās beauty that belongs to everyoneāexactly as they are.
But it isnāt just inclusivity thatās propelling FAE forward. A lot has to do with building relativity and creativity.
A Big, Bold, Beautiful Future For FAE Beauty
Expansion is inevitable. FAE plans to enter 10+ international markets by 2025. The focus? Makeup thatās inclusive, high-performing, and trendsetting.
Pop-up stores will bring the brand closer to customers, turning digital loyalty into offline experiences.
Karishma Kewalramaniās vision remains unchanged: to make beauty safe, accessible, and genuinely inclusive.
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